Vision 2030 Jamaica: National Development Plan CREATIVE INDUSTRIES A N D SPORT SECTOR PLAN (1 ST DRAFT) September 2007 Table of Contents Page 1. INTRODUCTION............................................................................................................................... 1 2.1 OVERVIEW - CREATIVE INDUSTRIES ..................................................................................................... 3 2.2 OVERVIEW - SPORT ............................................................................................................................... 7 2.3 ISSUES AND CHALLENGES – CREATIVE INDUSTRIES AND SPORT .......................................................... 9 3. SWOT ANALYSIS ........................................................................................................................... 13 4. VISION STATEMENT FOR CREATIVE INDUSTRIES AND SPORT.................................... 18 4.1 VISION STATEMENT – CREATIVE INDUSTRIES ............................................................................ 18 4.2 VISION STATEMENT – SPORT ..................................................................................................... 19 4.3 STRATEGIC VISION ..................................................................................................................... 19 5. STRATEGIC FRAMEWORK FOR CREATIVE INDUSTRIES AND SPORT - GOALS, OBJECTIVES AND STRATEGIES ............................................................................................... 20 6. THE WAY FORWARD ................................................................................................................... 28 7. APPENDICES................................................................................................................................... 29 Vision 2030 Jamaica: National Development Plan Creative Industries and Sport Sector Plan 1. Introduction IN 2006, THE GOVERNMENT of priorities, which include International Jamaica (GOJ) mandated the Planning Competitiveness and Gender, Culture Institute of Jamaica (PIOJ) to lead the and Values, have been identified as preparation of a comprehensive long- critical elements in fulfilling the term National Development Plan (NDP) objectives of the plan. which will seek to place Jamaica in a position to achieve developed country The preparation of the Plan will be status by 2030. Development of the Plan supported by a quantitative systems began in January 2007 and twenty-seven dynamics computer model – Threshold Task Forces (TFs) including the Creative 21 (T21) – which supports Industries and Sport Task Force were comprehensive, integrated planning that established thereafter. The TFs would enable the consideration of a represent sectors and areas critical to the broad range of interconnected economic, achievement of the national goals and social and environmental factors and have been charged with responsibility will be used to project future for developing the relevant long-term consequences of different strategies sector plans. across a wide range of indicators. In addition, it will enable planners to trace The Creative Industries and Sport Task causes of changes in any variable or Force commenced the plan preparation indicator back to the relevant exercise in April 2007, leading to the assumptions and policy choices. completion and submission of a 1 st draft report for the long-term development of The first draft of this sector plan was Creative Industries and Sport in Jamaica. developed using the following processes: • Participation of Task Force This Sector Plan for Creative Industries Members 1 through Task Force and Sport is one of the strategic priority Meetings 2 that were used to areas of the Vision 2030 Jamaica: solicit ideas and views on National Development Plan . It is one of Creative Industries and Sport a number of chapters that will form the issues and challenges facing foundation for the development of Jamaica as well as identifying a Jamaica 2030 – a 20-year plan based on vision for Creative Industries and a fundamental vision to make ‘Jamaica Sport in Jamaica, and the place of choice to raise families, live, work and do business,’ and on guiding principles which put the Jamaican 1 people at the centre of the nation’s See Appendix 1 for List of Members of the Creative Industries and Sport Task Force transformation. Twelve strategic 2 See Appendix 2 for Listing of Task Force Meetings 1 determining key goals, objectives and strategies for the sector • Research on international best practices in Creative Industries and Sport that could be adopted in the Jamaican context • Review of relevant documentation on the Creative Industries and Sport sector. This 1st Draft Sector Plan for Creative Industries and Sport is structured in the following sections as follows: • Situational Analysis • SWOT Analysis • Proposed Vision Statement • Strategic Framework – Goals, Objectives and Strategies 2 Vision 2030 Jamaica: National Development Plan Creative Industries and Sport Sector Plan 2. Situational Analysis – Jamaica’s Creative Industries and Sport 2.1 Overview - Creative Industries JAMAICA IS DISTINGUISHED by the worldwide reach of its culture, particularly music. The National Culture Policy of 2003 sees Jamaica as a potential “cultural superstate”, with culture playing an important role in national development through promotion of positive national self-identity, development of cultural industries and institutions, and cultural linkages to entertainment, education, science and technology, intellectual property rights, media, industrial development, tourism, environment and heritage . Global Growth of Creative Industries Cultural industries involve the creation, production and commercialisation of contents which are intangible and cultural in nature, which are typically protected by copyright, and which may take the form of goods or services. The range of cultural industries (sometimes also known as "creative industries") include printing, publishing and multimedia, audio-visual, phonographic and cinematographic productions, crafts and design, and also may be extended to include architecture, visual and performing arts, sports, manufacturing of musical instruments, advertising and cultural tourism. 3 Their economic potential may be illustrated by their growth in the world’s largest economy, where core copyright industries in the USA grew three times as fast as the annual rate of the economy between 1977 and the year 1996, when cultural products (including films, music, television programs, books, journals and computer software) became the largest US export for the first time, surpassing other traditional industries, including automobiles, agriculture, aerospace and defence. 4 Cultural and creative industries represent one of the fastest growing sectors of the global economy, representing up to 7% of the world’s GDP with growth forecast at 10% per annum, driven in part by the convergence of media and the digital economy. 5 Studies also indicate the contribution that creative industries make to the economies of the regions in which they are located, through income generation and purchases of supplies, and by enhancing the design, production and marketing of products and services in other sectors. 6 Jamaica possesses the potential to develop its cultural and creative industries into a major economic sector 3 This extended definition based on UNESCO is appropriate for Jamaica. 4 Based on a 1996 report by the International Intellectual Property Alliance (IIPA) quoted on http://portal.unesco.org/culture 5 Nurse, Keith et al. (2006). The Cultural Industries in CARICOM: Trade and Development Challenges (Draft) . 6 Markusen and King (2003). 3 Situational Analysis based on its demonstrated competitive advantages and the projected long-term growth of the global creative economy. By far the most successful cultural industry in Jamaica has been its popular music, whose leading exponent Bob Marley has become the single most famous Jamaican at a global level, while the presence of Jamaican music is reflected on international music awards events, music festivals and sales charts. However the ownership and commercial management of cultural industries including Jamaican music have been vested in developed countries which control the global means of production and distribution of these industries. As a consequence it has been estimated that while Jamaican music accounts for an estimated 3% of world music sales, amounting to US$1 billion in 2003, the country itself received only 25% of this sum or some US$250 million. 7 As stated by UNESCO: “The world map of cultural industries reveals a yawning gap between North and South. This can only be counteracted by strengthening local capacities and facilitating access to global markets at national level by way of new partnerships, know-how, control of piracy and increased international solidarity of every kind.” 8 The gap between North and South quoted above may be illustrated by the comparison of exports of music formats from Jamaica (including records, cassettes and compact discs) which totaled J$13.3 million in 2004 compared to the imports of music formats which totaled J$248.2 million in the same year. 9 The Caribbean region similarly has a large deficit in visible trade in the cultural sector, with imports of core cultural goods totaling US$88.6 million in 2002 and export of only $2.3 million. 10 However it is important to recognize that cultural trade increasingly is represented by services and intangible products (e.g.